This document is a pre-course evaluation for a marketing management course. It outlines the learning objectives, which include assessing current marketing plans, understanding target markets, and creating a value proposition. It also details the marketing process and various modules that will be covered, including research, positioning, marketing mix, implementation and controls. The goal is to help participants attract and retain customers through effective marketing strategies.

1. MARKETING MANAGEMENT Attract and Keep Customers for Life Instructor: <<Instructor Name>> <<Designations>>

2. PRE-COURSE EVALUATION M arketing C ompetency A ssessment

6. THE MARKETING MANAGEMENT PROCESS Research Strategic Tactical Positioning Target Markets Segmentation Marketing Mix Implementation Control

7. MODULE 1: RESEARCH & SEGMENTATION Research Strategic Tactical Positioning Target Markets Segmentation Marketing Mix Implementation Control

8. TARGET MARKET VARIABLES Geographic Location Demographic Statistics Psycho-graphic Attitudes Interests Behavioralistic Actions

9. MARKETING PLAN: PART 1 CUSTOMER PROFILE INDIVIDUAL

10. CUSTOMER RELATIONSHIP INDEX Weak & Immature Strong & Mature Awareness Identity Connection Community Advocacy

11. MARKETING PLAN: PART 1 CUSTOMER RELATIONSHIP QUESTIONS INDIVIDUAL

14. MODULE 2: TARGET MARKETS Research Strategic Tactical Positioning Target Markets Segmentation Marketing Mix Implementation Control

15. PRODUCTS & SERVICES CORE PRODUCTS Concierge Products Ancillary Products

16. FOCUS & CLARITY SWEET SPOT Good At Passion Make Money

19. MARKETING PLAN: PART 2 TARGET MARKET INDIVIDUAL

20. TARGET MARKET STRATEGIES SINGLE SEGMENT P3 X P2 P1 S3 S2 S1

21. TARGET MARKET STRATEGIES SELECTIVE SPECIALIZATION X P3 X P2 X P1 S3 S2 S1

22. TARGET MARKET STRATEGIES PRODUCT SPECIALIZATION P3 X X X P2 P1 S3 S2 S1

23. TARGET MARKET STRATEGIES MARKET SPECIALIZATION X P3 X P2 X P1 S3 S2 S1

24. TARGET MARKET STRATEGIES FULL MARKET COVERAGE X X X P3 X X X P2 X X X P1 S3 S2 S1

25. ELEMENTS OF VALUE VALUE QUALITY RELIABILITY ECONOMY SATISFACTION

26. BROAD POSITION Product Leader Customer Intimacy Operational Excellence

28. MARKETING PLAN: PART 2 BROAD POSITION INDIVIDUAL

30. MARKETING PLAN: PART 2 PRICE POSITION INDIVIDUAL

38. Parallel Marketing

39. Parallel Marketing

40. Parallel Marketing

43. MARKETING PLAN: PART 2 SEGMENT VALUE POSITION STATEMENTS INDIVIDUAL

44. MODULE 3: POSITIONING Research Strategic Tactical Positioning Target Markets Segmentation Marketing Mix Implementation Control

46. MARKETING PLAN: PART 3 COMPETITIVE ANALYSIS INDIVIDUAL

56. MARKETING PLAN: PART 3 VALUE PROPOSITIONS INDIVIDUAL

57. MODULE 4: MARKETING MIX Research Marketing Mix Strategic Tactical Positioning Target Markets Segmentation Implementation Control

68. Resources

70. THE FOUR Ps OF MARKETING P roduct P rice P lace P romotion

72. 3 TIERS OF MARKETING We know Them They know Us Introductions Referrals Networking We don’t know them They don’t know us Website Search Engin es Web Ads Print Ads Blogs TIER 1 TIER 2 Direct Mail e-Marketing Speaking Newsletters Home Shows We know Them They don’t know Us TIER 3

73. MARKETING MIX ACTIVITIES Purpose: Create Awareness Make Contact Make a Transacti on Tell Others Introduce Us Frequency: Daily Weekly Monthly 24/7/365 Goals: Leads Appointments Contracts Referrals Introductions Segment: Consumer Grou p Cost: Single Event Recurring TIER 1 TIER 2 TIER 3 TIER 1 TIER 2 TIER 3

74. MARKETING PLAN: PART 4 MARKETING MIX INDIVIDUAL

80. MARKETING DECISIONS Who will create it? How will it be distributed? What is the projected cost/expense? ACTION PLAN TIER 1 TIER 2 TIER 3

81. MARKETING PLAN: PART 4 MARKETING MIX ALIGNMENT INDIVIDUAL

82. MODULE 5: IMPLEMENTATION Research Implementation Strategic Tactical Positioning Target Markets Segmentation Marketing Mix Control

83. About Tucker

89. Marketing Department

90. Property Brochures

91. Builder Projects

92. Custom Postcards

93. Personal Brochures

94. Customized Announcements

98. Results

99. Contact: Jim Litten, President Website: www.fctucker.com Phone: 888 588 2573

102. MARKETING PLAN: PART 5 MAREKTING CAMPAIGNS INDIVIDUAL

103. MODULE 6: CONTROLS Research Control Strategic Tactical Positioning Target Markets Segmentation Marketing Mix Implementation

105. MEASURING PERFORMANCE LEADS NEW OPPORTUNITIES TRANSACTIONS REFERRALS REPEATS VS. HISTORICAL VS. MARKET

106. MARKETING PLAN: PART 6 PERFORMANCE INDICATORS INDIVIDUAL

107. APPLICATION Research Strategic Tactical Positioning Target Markets Segmentation Marketing Mix Implementation Control

109. Thank you for attending! MARKETING MANAGEMENT Attract and Keep Customers for Life